Tinnitus UK
Sector
Charity & Membership · United Kingdom
Focus
Membership retention, journey optimisation and member engagement
Improving the end-to-end membership journey to reduce churn
We partnered with Tinnitus UK to rethink the membership experience from awareness through renewal. Through a focused Customer Journey Sprint, we combined member research, journey mapping and collaborative solution design to create a practical roadmap for improving engagement, retention and internal team capability.
The challenge
Tinnitus UK was losing members despite offering valuable support and resources. The organisation needed deeper insight into membership churn and the barriers preventing members from recognising the ongoing value of belonging.
The central question was where the membership journey was falling short, which moments mattered most to members, and what changes could encourage people to join, engage and renew their membership over time.
Our approach
We designed and facilitated a targeted Customer Journey Sprint focused on the ‘Living well with tinnitus’ segment, combining rapid member research with an end-to-end view of the overall membership experience.
We developed the ‘Tom’ persona to bring member needs to life, mapped the journey from awareness through renewal, and worked collaboratively with the team to prioritise key pain points and co-design solutions ready for piloting and testing.
The outcome
The sprint produced a prioritised set of solutions ready to pilot and a clear action plan for reducing friction across the membership journey, informed by member needs and identified pain points.
The team also gained practical tools, skills and a playbook to map and improve future journeys independently, building lasting internal capability.
15% reduction in churn and stronger member re-engagement.
Alex Brooks-Johnson
CEO, Tinnitus UK
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